The Black & Decker

Corporation: Operation
Sudden Impact
Group 3
Anicama,Gerson
Aramburu, Carlos
Kleimann, Daniel
Snchez, Pamela

1. What are the major elements in

the DeWalt marketing program

Products sold in
retail channels
(Home Centers)

Wolfpack
programs
advertising in
industry magazines
and catalogs.

75-person team
drawn from the
existing company
which sell DeWalt
exclusively

Use the 117

authorized B&D
service centers in
the U.S

Backed by a national
service and quality
commitment
unparalleled in the
power tool industry

Public relations

30-day no-risk
satisfaction
guarantee

Free One-Wear
service contract

48-hour service
tool policy

Superior service
(state of
art,computerized
testing equipment)

Toll-Free Technical
Support

End-User
Salesforce

Packaging
A special attention was put into the package of the new
tools.
The easy to open and extremely visual new package was a
major distinctive tool.
The impact it created to the customers boosted their sales
along with its industrial yellow color.

2. How would you address the

pricing issue?

DeWalt is
oriented to the
high end the
market, with a
product of
superior quality

Considering that,
the Price of
The Price of
DeWalt should be
Makita was 5%
established
above the Price of
between 5% to
B&D
15% higuer tan
the old prices of
B&D

As we want to
Also with the
compete in the
The Tradesmen
support of the
Professionalsegment will be
sales channels, the
Tradesmen
satisfied with the
DeWalt products
segment, they are
performance of the
will be seeing as
willing to pay more
equipment and
supeior from
for a higher quality
with the Price.
Makitas
product

3. From your perspective, what will

Makita do?

Makita will have to analyze their marketing mix to be prepared to the competition
that DeWalt will represent

Product

Price

They have excellent products according to

the market so change it wouldnt be a good
idea. Instead, they should launch new
consumables to maintain the i clients
interest.

They shoulld maintain their prices,

changing it will send a negative message.

Promotion

Place

Make specialized workshops to the

tradesment sponsored by Makita

As they are present in all the channels,

they will need to secure their exposure on
the shlelves of the Two steps, Home
centers and Warehaouse home centers by
changing their arrogant and dictatorial
position with the retailers.